In the last few years, Amazon has been trying to maintain their top spot in the fashion e-commerce market, but it hasn’t been easy. Amazon is used to making 20 percent of all the sales in the apparel market, but one clothing company is starting to emerge from the thousands of other retailers in this space and give Amazon all they can handle. Kate Hudson’s Fabletics is pulling away from the rest of the clothing sellers and making their way to the top, selling $250 million in women’s workout clothing in under three short years.
To hear Hudson explain why her athleisure brand has been able to endure such a steady growth over all this time, the answers might surprise some. To start, Hudson says her membership perks for loyal Fabletics shoppers are numerous, then she says combine that with reverse showrooming and you are able to sustain these incredible sales numbers. Just go to the local mall and walk inside the Fabletics retail shops. Women are trying on leggings, they are browsing racks for tank tops, they are looking for the latest arrivals in yoga pants, and even taking the Fabletics lifestyle quiz.
The reason Kate Hudson’s Fabletics dominates the fashion e-commerce market today actually takes place online. Every time a loyal customer is in the stores at the mall and tried on a piece of workout apparel or active-wear, that piece is then transferred to their online account. What this means is the customer can return to shopping exactly where they stopped, at a time more convenient for them. The online inventory at Kate Hudson’s Fabletics is huge, so since sizing is no longer a issue, these shoppers fill up the online shopping cart with impulse buys in record numbers.
Take into account a few of the perks of membership at Kate Hudson’s Fabletics. These loyal customers are enjoying discounts on workout clothing in the mall and online, they get free shipping for future orders, and they are assigned their own personal shopper. Your shopper looks at the quiz answers and picks one item at the top of the month you may want to consider. It is all about being pampered at Kate Hudson’s Fabletics, and the sales numbers paint a picture that are saying the membership perks at Amazon just don’t cut it anymore. Kate Hudson’s Fabletics is about to give Amazon a little more company at the top of the retail apparel niche.